DigiGo (Essex County Council)

How PLMR Genesis helped Essex County Council launch their brand new on-demand transport service, DigiGo.


DigiGo (Essex County Council)

Services provided

The Situation

DigiGo is a fully electric shared public transport service which offers on-demand or pre-bookable travel in parts of Essex. Part of Essex Highways and Essex County Council, residents in DigiGo service areas can book through the TravelEssex journey planning app.

The Essex Highways team needed to help launching the brand new on-demand transport service, DigiGo. Objectives included raising broad awareness in the catchment areas of Essex and encouraging residents to download the TravelEssex journey planning app.

What we did

The digital campaign was formed of two phases. The first phase focused on raising broad awareness of DigiGo. The second phase concentrated on consolidating audience awareness into consideration and encourage residents to download the TravelEssex app to book transport via DigiGo. The campaign leveraged social media advertising via Meta (Facebook and Instagram) and digital advertising through Google Display to deliver the campaign directly to residents in the catchment areas. Using the platform’s advanced targeting configurations, tailored adverts and messaging were delivered to four different audience groups in the catchment area: parents and families, students and young people, working professionals and commuters, and the general public.

The Result

The TravelEssex app received over 10,000 downloads over a six-month period. The targeted and hyperlocal Meta and Google ads ran for 6 months and generated over 2.1 million impressions to segmented Essex audience groups. The campaign was such a great success, Essex Highways extended the campaign to further promote the service and educate Essex residents on how to use DigiGo.

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